CONTENTS FAILURE AND SUCCESS CHAPTER ONE FIRST IN LINE CHAPTER TWO APPLE’S ROOTS CHAPTER THREE CHAPTER FOUR A BRUISED APPLE CHAPTER FIVE REGENERATION CHAPTER SIX SIMPLICITY CHAPTER SEVEN THREE IN ONE CHAPTER EIGHT CONTROVERSY CHAPTER NINE MISSION FOR THE FUTURE TIMELINE 98 SOURCE NOTES ESSENTIAL FACTS 100 INDEX GLOSSARY 102 ABOUT THE AUTHOR ADDITIONAL RESOURCES 104 ABOUT THE CONSULTANT 112 4 10 22 36 44 56 68 78 88 106 110 112
CHAPTER ONE 4
FIRST IN LINE on November 2 2017 an odd scene played out in front of Apple Stores around the world In Chicago Illinois a customer walked up to the Apple Store on North Michigan Avenue at 11 00 a m However he did not enter the building Instead the customer stood outside waiting Over the next 12 hours more than 200 people joined him In New York City campsites popped up on the sidewalks in front of Apple Stores As darkness fell people stretched out on air mattresses or lawn chairs or crawled into small tents Similar lines stretched in front of Apple Stores from London England to Sydney Australia to Hong Kong and beyond Apple employees are used to this phenomenon The folks waiting outside the stores are their most loyal customers These die-hard followers were waiting for the stores to open at 8 00 a m on November 3 That was when a radically redesigned smartphone the For years Apple fans have lined up on release day to get the latest version of the iPhone 5
